HMRC: The tax ducks

HM Revenue & Customs, a governmental department responsible for taxes, encouraged people to file their tax returns on time by characterising the niggling feeling as Tax Ducks.

Campaign details

Brand: HM Revenue & CustomsClient: HM Revenue & CustomsAgency: adam&eveDDB London

Paper Summary

Marketers tend to rely on positive emotions to drive pleasant experiences or feelings if you buy our product or service.

But when it comes to motivating an audience to do an administrative task, it's never going to be a laugh. And it's hard to fool anyone otherwise. So when it came to convincing people to file their taxes on time, rather than inventing a positive reward for getting them done, we bravely chose to take another approach…

We...

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